System and Method for Generating Creatives

• US 20080040318A1
• Filed: 08/09/2006
• Published: 02/14/2008
• Est. Priority Date: 08/09/2006
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Gehrking, David, Stanis, Thomas, Bardin, Ariel
• Granted Patent: US 8,122,018 B2
• Time in Patent Office: Days
• US Class Current: 707/3
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06T 11/60 Editing figures and text; Combining figures or text

Abstract

Attribute data regarding an entity, such as a business entity, are identified. Thereafter, one or more creative templates are selected based on the attribute data related to the entity. Creatives for the entity are then generated from the creative templates and the entity attribute data.

Claims

1. A computer-implemented method for generating creatives, comprising:

identifying entity attribute data for an entity;

selecting a creative template based on the entity attribute data; and

generating a creative from the creative a template and the entity attribute data.

2. The method of claim 1, wherein identifying entity attribute data comprises:

identifying an entity category;

issuing entity queries based on the entity category; and

determining entity attribute values based on responses to the entity queries.

3. The method of claim 2, wherein selecting a creative template based on the entity attribute data comprises:

selecting a creative template based on the entity attribute values.

4. The method of claim 2, wherein the entity is a business entity, and wherein determining an entity category comprises determining a business vertical.

5. The method of claim 1, further comprising:

associating a performance metric with the creative template;

evaluating a performance of the creative created from the creative template; and

updating the performance metric based on the evaluation.

6. The method of claim 5, further comprising:

selecting the creative template based on the performance metric.

7. The method of claim 6, wherein selecting the creative template based on the performance metric comprises:

increasing or decreasing a selection frequency of the creative template based on the value of the performance metric.

8. The method of claim 1, wherein identifying entity attribute data for an entity comprises:

analyzing content of documents associated with entity; and

identifying the entity attribute data based on the content analysis.

9. The method of claim 1, further comprising:

selecting variable creative data;

selecting invariable creative data; and

storing the variable creative data and invariable data as a creative template.

10. The method of claim 9, wherein the variable creative data and invariable creative data comprise one or more of voice data, image data, or text data.

11. The method of claim 10, wherein the variable creative data specifies a presentation characteristic.

12. The method of claim 9, further comprising:

analyzing advertising content of documents associated with one or more entities; and

generating the invariable creative data based on the advertising content analysis.

13. The method of claim 9, further comprising:

analyzing the performance of existing creatives; and

generating the invariable creative data based analysis of the performance of existing creatives.

14. The method of claim 2, wherein generating a creative from the creative template and the entity attribute data comprises:

selecting variable creative data;

selecting invariable creative data; and

substituting entity attribute values based on the variable creative data.

15. The method of claim 1, further comprising:

presenting an option for exclusive use of the creative to the entity.

16. A computer-implemented method for generating creatives, comprising:

determining an entity category;

generating entity queries based on the entity category;

determining entity characteristics based on responses to the entity queries;

selecting a creative template based on the entity characteristics; and

generating a creative from the creative template and entity characteristics.

17. The method of claim 16, further comprising:

selecting the creative template based on the entity category.

18. The method of claim 16, further comprising:

associating a performance metric with the creative template;

evaluating a performance of the creative created from the creative template;

updating the performance metric based on the evaluation; and

selecting the creative template based on the performance metric.

19. The method of claim 16, wherein the entity is a business entity, and determining an entity category comprises determining a business vertical.

20. The method of claim 16, further comprising:

presenting an option to purchase the creative to the entity.

21. A system for generating creatives, comprising:

a processing device; and

a data store storing;

attribute set data defining attribute sets;

attribute category data associating category with attribute sets;

creative template data defining creative template; and

program instruction that upon execution by the processing device cause the system to;

identity a corresponding category for an entity;

access the category data and issue entity queries based on the association of attribute sets with the category;

store the responses to the entity queries in entity campaign data;

select a creative template based on the entity campaign data; and

generate a creative from the creative template based on the entity campaign data.

22. The system of claim 21, wherein the entity is a business entity, and wherein the program instructions that upon execution by the processing device cause the system to determine a corresponding category form an entity cause the processing device to generate a query to determine a business vertical.

23. The system of claim 21, further comprising program instructions that upon execution by the processing device cause the system to:

associate a performance metric with the creative template;

evaluate the performance of the creative created form the creative template;

update the performance metric based on the evaluation; and

select the creative template based on the performance metric.

24. The system of claim 21, wherein the creative template data comprises:

variable creative data; and

invariable creative data;

wherein the variable creative data and invariable creative data comprise at least one of text data, image data, or audio data.

25. A system for generating creatives;

comprising;

means for generating entity attribute data for an entity;

means for selecting a creative template based on the entity attribute data; and

means for generating a creative from the creative template and the entity attribute data.